Technology drives 1-to-1 marketing
Article Abstract:
Companies utilizing the one-to-one marketing theory into practice will be able to make products for existing customers rather than the traditional model of creating customers for their products. The one-to-one marketing approach is composed of three capabilities, namely sophisticated databases, interactivity created by the Internet and mass customization through digital printing. As the companies' relationship with its customers grows and individual database is built, the information can then be connected directly to a digital printer to customize a mail piece based on hundreds of known characteristics. Thus, it is the customers who will pitch their needs to companies, reversing the marketing direction.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
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MSGI inks affinity deal with MBNA
Article Abstract:
Marketing Service Group Inc. of New York, has forged a five-year affinity marketing agreement with MBNA America Bank of Wilmington, DE, in June 1998. The deal calls for MSGI to develop and manage preapproved credit-card customer acquisition initiatives in markets where MSGI has expertise. The company will work together with the bank to design the mail pieces and execute the campaign. MSGI, meanwhile, also holds similar agreements with four other financial services companies, GE Capital, Citicorp, Tosco-Unocal and CIT Group. However, the deal with MBNA marks its first affinity program.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
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Masterpiece refines modeling techniques
Article Abstract:
Masterpiece Corp., based in Bensalem, PA, is promoting a new system that has been designed to help marketers refine campaigns in real time and mail to smaller, more efficient list. The company is guaranteeing its first group of new clients improvement in response rates of 100% or more, or modeling charges will be waived. The new model reportedly utilizes artificial intelligence to alert marketers of trends in incoming responses. The company claims that artificial intelligence will improve response rates for each mailing until it determines that all good prospects have been consumed.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
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